Insight

Enfusion was born when its founders realized a fundamental truth facing the asset management industry: that simply switching from on-premise to cloud hosting wouldn’t solve their IT ops problems. Data management would still be resource-draining. Integrations would still be ordeals. Information lags for the middle and back offices would still be business-as-usual.

Rather, what was needed was a cloud-native architecture, where you could have a single, “golden” source of investing data for the entire organization. Add to that a multi-tenant architecture for seamless weekly upgrades, a native ability to handle even the most complex financial instruments, a full suite of applications (OEMS, risk, general ledger, data visual analytics) plus managed services and you have Enfusion.

During its first fifteen years, Enfusion took the hedge fund segment by storm, quickly becoming a major player. At this point, Enfusion turned its attention to the segment it believed would fuel its next major leg of growth: large, established asset managers.

Idea

For this endeavor, Enfusion tapped 50,000feet as creative partner—both for our expertise in brand design and our deep experience in financial services. As part of this engagement, 50,000feet developed a complete visual and verbal brand refresh along with a new website, demand generation campaigns, talent recruitment campaigns, video, sales materials, brand activations and internal communications.

Our process with Enfusion began with brand expression. First, brand positioning and messaging strategy by audience segment and role were laid out. Then we turned our attention toward visual identity development, which included brandmark, visual motifs and photography style.

To support Enfusion’s go-to-market efforts, 50,000feet created a new website experience. In order to support demand generation campaigns, the website was designed to be customized by audience and features 50,000feet-created illustrations to bring difficult-to-visualize technical features to life.

Finally, 50,000feet developed a series of brand activations for Enfusion, including content-marketing campaigns, customer case studies, social media posts and a suite of sales enablement materials.

Impact

The brand relaunch was very well-received, being shortlisted by Transform Awards for Best Visual Identity in both the Financial Services and Place of Nation categories. But more importantly, our work helped Enfusion successfully penetrate its new segment—winning business at institutions with nearly $1T in combined AUM.

We’re also happy to report that Enfusion has since gone public. It debuted at an impressive 17.6% above its IPO price, raising $260.5M with a $1.9B valuation.